AllBright

Words: Jennifer Stevens

The pandemic made so many of us realise that it was finally time to take that idea that had been niggling at us for years, and set up our own business.

With so much to think about before launch, marketing and PR can often end up at the bottom of the list. But with the success of new businesses often being thanks to press coverage or social media mentions, this can be, in the iconic words of Vivian Ward, a big mistake. Huge!

AllBright asked three of Ireland’s most respected PR CEOs for their top tips when it comes to getting your new business noticed.

Amy Buckeridge

Amy is the founder of The Publicity Loft, a multi-award-winning PR agency specialising in lifestyle, beauty and fashion that eats, sleeps and breathes both digital and traditional media. Her clients include The Skin Nerd and Dermalogica. Amy's advice:

1. Make sure you know your audience as this will impact your full marketing strategy, from how you communicate with them, target them, the tone in which you speak to them and ultimately how you reach them with your brand messaging. 2. Invest in professional photography – poor imagery slows up every PR campaign, whether it’s profile shots that aren’t done properly or product imagery with poor lighting or wrong backdrops. Imagery is what will help you tell your story and sell your service or product, so it's extremely important that it is done properly from the outset.

3. Create a strong digital and social media strategy from the beginning. Your social media channels will ultimately be your own advertising channel in the long run, and as such it is so important to get the tone right, the look and feel, and to know when your audience is most engaged so that you can create more of what they want to hear and see and less of what isn’t working. This is a key tool needed for all communication strategies.

And don’t forget:

People buy into people, so relationships are key. The small things are the big things, so attention to detail can be the difference between being noticed or not.

If you're juggling family or wider home commitments remember that you are only as good as the people around you, whether that’s your team in work or the support network you choose to build around yourself at home. No one person can do everything - people are incredibly aware of this in a team environment, however not so quick to identify it at home. Delegate where possible.

Fiona Donnellan

With more than 11 years’ experience in PR, journalism and communications, Fiona Donnellan set up Sustainable PR in 2019. Her current clients include Reuzi, Lucy Nagle and Sligo Tourism.

Fiona's advice:

1. Set goals. I always tell my clients to create a wishlist of where they'd like to be featured, where they want to see their name in lights! Perhaps that's an interview in the business pages of a broadsheet, or to appear on national radio. These mightn't happen in year one, but it means you have a set goal. For me, it also means I'm on the same wavelength as my clients about what we want to achieve in terms of PR.

2. One thing I always say, use plain English when drafting any copy about you or your business. Using convoluted language or jargon can alienate or intimidate customers or potential customers. Make it simple - who you are, what you do and why. I should be able to search your business online and know within 2 - 3 seconds what you are all about.

3. If you want to secure PR for your business, ask yourself some simple questions - why do you think you're newsworthy? What makes you stand out? What's your hook? If you have a hook then journalists are more likely to pick up on you and your story. For example, perhaps you've won an award, you're donating all your December profits to charity, your product is the first of its kind in Ireland or your company has become a B Corp.

4. Having strong imagery can help sell your story. It's always a good investment to have an image bank of product shots, headshots, lifestyle shots that capture your business.

Lynn Hunter

Lynn’s agency, Hunter Communications, is celebrating 10 years in business this year. They specialise in disruptive authenticity and creating conversations for your brand. Lynn is a dynamic entrepreneur herself who also runs The Collaborations Agency, one of Ireland’s first agencies to join the dots between influencers, content creators, sports people and brands.

Lynn's advice:

1. Set yourself apart. What do you do differently than the rest? Figure out your USP and use it to your advantage. Are you exceptionally good in one area of business or have a wealth of experience in a niche industry that can be called on? Find out what you do well and lean into it.

2. Relationships are everything. The PR business runs on good working relationships, so invest your time and efforts in building authentic connections with those in the media. Building a rapport with those who you deal with every day will be invaluable to the success of your business.

3. Bet on yourself. Sometimes you’ll be called on to take risks and push yourself out of your comfort zone. It’s helpful to imagine the advice you would give a close friend in these instances, and apply the same logic to yourself. Guaranteed it will give you the boost you need!

4. Have a vision. Decide where you want to take your business, then map out the steps you’ll need to take to get there. It doesn’t have to be set in stone, your goals can move but setting the intention with your ambitions will be helpful as you move your business along, ensuring you keep your eye on the prize.